Long-term brand stewardship and creative partnership for a global enterprise technology brand
The challenge
Zebra Technologies operates across a vast range of industries and markets, with products that appear everywhere from NHS hospitals to major supermarket distribution centres to emergency services. Maintaining brand consistency at that scale, across regional campaigns, global marketing initiatives and a constantly evolving product portfolio, is a genuine creative challenge. The work required someone who could function as a trusted extension of the Zebra marketing team rather than a typical agency resource: someone who understood the brand deeply, could move quickly and could be relied upon to make good decisions independently.
My role
Lead Designer / Design Director
Lead Designer / Design Director
Served as the primary creative lead on the Zebra account for six years
Acted as day-to-day creative partner to senior US-based stakeholders
Responsible for maintaining and evolving brand consistency across all touchpoints
Delivered hands-on design across multiple campaigns, formats and regions
Updated and developed Zebra's brand guidelines to support the wider marketing team
Acted as day-to-day creative partner to senior US-based stakeholders
Responsible for maintaining and evolving brand consistency across all touchpoints
Delivered hands-on design across multiple campaigns, formats and regions
Updated and developed Zebra's brand guidelines to support the wider marketing team
The Work
Over six years the work spanned global and regional campaigns, brand guidelines development, digital assets, sales enablement materials and marketing collateral across print and digital formats. A key part of the role was ensuring that every asset, regardless of market or format, felt coherent and on brand. This required both strong creative judgement and the ability to manage the relationship between the agency and a demanding, senior client team based primarily in the United States.
Representative projects included a Rugged Tablet campaign for first responders, produced across digital advertising, video and web formats, and a comprehensive update of Zebra's brand guidelines, centralising and standardising the visual identity system to support consistent output across global markets.
Representative projects included a Rugged Tablet campaign for first responders, produced across digital advertising, video and web formats, and a comprehensive update of Zebra's brand guidelines, centralising and standardising the visual identity system to support consistent output across global markets.
Brand Guidelines developement
OUTCOME
Six years of consistent, trusted creative delivery across one of the world's leading enterprise technology brands. The relationship became genuinely embedded, with the creative function operating as an extension of Zebra's own marketing team rather than an external supplier. Brand coherence was maintained across a high volume of deliverables spanning multiple regions, audiences and formats throughout a period of significant product growth for the business.
The longevity and depth of the relationship is itself the measure of success here. In B2B technology, where brand trust is hard-won and senior stakeholder relationships take time to build, six years of retained creative responsibility is a meaningful result.
